On January 8th, the China Management Case-sharing Center announced the list of selected cases for the 15th "National Top 100 Excellent Management Cases (State-Owned Enterprise Management Special)" (hereinafter referred to as the "Top 100 Cases"). Among the 256 submissions from 91 institutions nationwide, 37 cases were selected. The case study "Weichai: How to Solve the Marketing-R&D Collaboration Challenges in New Product Development", authored by a team led by Professor Cai Di from the School of Management, Shandong University, was among the selected cases.
Weichai Holding Group Co., Ltd. (hereinafter referred to as "Weichai") is a state-owned manufacturing enterprise with engines as its core business, covering six major sectors: power systems, commercial vehicles, agricultural equipment, construction machinery, smart logistics, and marine transportation equipment. The case study outlined Weichai's journey in establishing and refining a marketing-R&D collaboration model through organizational adjustments, corporate culture initiatives, and improved assessment mechanisms. However, the dynamic nature of marketing-R&D balance poses ongoing resource allocation challenges, affecting the collaboration's effectiveness and requiring further exploration. The case study offered students insights into cross-functional integration theory and prompted reflection on the application of agile organization principles in manufacturing enterprises.
Cai Di is a Professor in the Department of Leadership and Organizational Management at the School of Management, Shandong University, and a recipient of the "Qilu Young Scholar" title. His primary research focuses on leadership, socialization, proactive behavior, team management, and organizational management innovation. His research findings have been published in top-tier international management journals such as Academy of Management Journal, Journal of Applied Psychology, and Journal of Occupational and Organizational Psychology. Additionally, he has authored seven Chinese management cases recognized in the "National Top 100 Excellent Management Cases" and two English cases included in the Ivey Case Collection, one of which is also featured in the Harvard Business Publishing Case Collection.
The "National Top 100 Excellent Management Cases" selection is a prestigious initiative guided by the National MBA Education Supervisory Committee and organized by the China Management Case-Sharing Center. The program played a significant role in promoting the widespread application of management case studies in National Business Administration Education, and held profound importance for advancing the development of China’s management discipline and enhancing the quality of MBA education.
